Robert Cormia, faculty at Foothill CollegeGets very close to where we see the intersection of social technology, telecommunications networks, and an evolution in human collaboration2 years ago
Social Networking: Past, Present & FuturePresentation Transcript
Social Networking Past, Present, Future Mark Suster Caltech MIT Enterprise Forum October 9, 2010 @msuster www.BothSidesofTheTable.com
Where Did Social Networking Start?
In our debates we tend to focus too much on technology
It’s about shared experiences & we’ve replicated this online
It’s about meeting people & communicated with those we know
Online social networks mirror offline lives
It’s about the 6 C’s
C ommunications
C onnectedness
C ommon Experience
C ontent
C ommerce
C ool Experiences (ok, entertainment ;-)
It’s why Becomes
It’s why Becomes
Pre Internet had social networks
Pre Internet had social networks
Anyone around then will know what one of these was
AOL bridges gap between pre-Internet & Internet
People advertised “AOL Keywords” not websites AOL Keyword: Swordfish
Web 1.0 made it easier to have personal pages on “the web” (e.g. not AOL)
And “groups” have been around for ages
Mothers’ clubs
Church groups
Education
Social networks have been around for a long time.
Usability is better.
3 rd -party platforms.
More people are connected.
But same old shit.
And then spam-based social networks began
Mostly for professional use / older demo
And it was really about extending your network
Web 2.0 was born and we evolved online social expression
Web 2.0 was born - social contribution Blogging Photos Video
Web 2.0 went social - skewed back to youth
Facebook launched. Was exclusive
Teenage
Middle America
Scantily Dressed
Design chaos
Ads galore
Not verified
Up market
University
Exclusive
Urban elite
Clean
Ad free
Verified
It started as .edu
And they captured the tech elite
They each captured 100m users, who increasingly wanted to share photos / video
MySpace Bought PhotoBucket & Google Bought YouTube And MySpace declared war on developers
And this guy (22) Schooled this guy (75)
He understood software business was different than media business
Within a SINGLE YEAR the game was over
And Facebook went mainstream
And then some !!!
And we’re back to advertising non-web pages Brands are spending big & abandoning web pages
Social networking then went “open”
Asymmetric
Public
Twitter really is a totally new concept
Marketing channel
RSS reader
Instant messaging
Chat Room
Data mine
Customer service Dept
And perhaps “open” went a bit too far Social Spending
I think we all know that social is going mobile
And people are building platforms to enable this Business Logic Mapping Layer Points of Interest
OK, OK But Where are Things Headed Next?
1. Social Graph Becomes Portable
2. We Form Around True Networks Friends Family Business Associates Areas of Interest Networking Dating
2. We Form Around True Networks Friends Family Business Associates Areas of Interest Networking Dating “ I’m coming home for Thanksgiving” “ Check out how wasted we were ;-)” “ Why did you choose MongoDB?” “ I can’t believe we’re working again this weekend ” “ I love The Decemberists, too!” “ I’m looking for a role as a Director”
It’s ridiculous that these are all combined today
Example: Quora
Example: HackerNews
3. Privacy becomes a bigger concern 3 rd Party App Pictures of your Kids Personal Info Date of Birth You Your Friend
3. Privacy becomes a bigger concern 3 rd Party Apps Can Access @ messages DMs (private) Tweets
4. Social Networking Becoming Pervasive
So advertising & content curation are instantly more targetable But most websites don’t know what to do beyond this
5. Third Party Tools (e.g. Meebo Toolbar) Will Bring Social Networks to Websites Twitter / Facebook Chat
5. But Also Bring Social “Features” like sharing
6. Social Networking Will Split into Layers Business Logic EC2 S3 Mgmt Tools Mapping Layers Network Layers Social Graph / Features Open Source Data Totally New Opportunities
7. Social chaos creates new markets Social Support Social SFA Social Analytics Personal Relationship Mgmt Reputation Mgmt / Authority Social Marketing
Fuck “Check Ins & Badges” Skate Where the Puck is Going
The definition of social networking will cease to exist in the way that we seldom think about Internet companies
And for those who wonder if Facebook now IS the Internet, remember ….
Plus ça change April 2000 May 2007 Jan 1998
It’s why Zuckerberg remains paranoid And why there’s still a dream for those of you who work hard & innovate
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